Those of you who know me and/or follow this blog know that I am a huge advocate of the Southwest Airlines brand. I have posted several thoughts over the past few years about my belief that SWA understands how to recruit and retain brand champions as well as any brand in the United States. Hell, Ken Blanchard published one of my SWA posts on page 92 of his recent book Lead with LUV.
SWA believes that brand development starts with their employees. If employees understand and embrace your brand strategy, they will be effective in telling your story. When this happens customers are happy and investors are too. Over the past several weeks, the SWA brand has been put to the test, and so have their brand champions.
You might recall the not so popular change in the airlines's Rapid Rewards program. I am still not a fan, but have gotten over the radical change and the several days when the transition to a new website and system caused havoc. The past week several of of the SWA fleet have experienced cracked fuselages. Now that is a serious challenge to brand advocacy. I know this, no brand is ever safe from challenges.
The SWA case should be a wake up call to everyone who still thinks a brand is all about a logo and tagline. By the way, are your employees your biggest advocates and prepared to handle a crisis situation like this? What do you think? Is the SWA brand cracking up?
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